Table of Content

Home Care in Belgium
Euromonitor International
March 2021

List OF CONTENTS AND TABLES

EXECUTIVE SUMMARY
COVID-19 impact on home care
COVID-19 country impact
Company response
Retailing shift
What next for home care?
CHART 1 Home Care Value Sales Growth Scenarios: 2018-2025
CHART 2 Home Care Impact of Drivers on Value Sales: 2018-2025
MARKET INDICATORS
Table 1 Households 2015-2020
MARKET DATA
Table 2 Sales of Home Care by Category: Value 2015-2020
Table 3 Sales of Home Care by Category: % Value Growth 2015-2020
Table 4 NBO Company Shares of Home Care: % Value 2016-2020
Table 5 LBN Brand Shares of Home Care: % Value 2017-2020
Table 6 Penetration of Private Label in Home Care by Category: % Value 2015-2020
Table 7 Distribution of Home Care by Format: % Value 2015-2020
Table 8 Distribution of Home Care by Format and Category: % Value 2020
Table 9 Forecast Sales of Home Care by Category: Value 2020-2025
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2020-2025
GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 1 Research Sources
KEY DATA FINDINGS
2020 IMPACT
Declining trend in laundry care continues in Belgium during 2020, although laundry sanitisers benefits amid rising concern about hygiene with onset of COVID-19
Despite premiumisation in laundry care, where capsules drive growth, unit prices decline due to extensive and ongoing promotional offers in 2020
COVID-19 prompts acceleration of innovation pace with focus on addressing environmental and hygienic concerns
RECOVERY AND OPPORTUNITIES
Volume sales may pick up in 2021, but consumers that continue working and learning from home will still have less a frequent need to wash clothes
Price pressure and product innovation responding to the ongoing switch from powder to liquid will remain the main trends in laundry care over the forecast period
Increasingly facing shelf pressure as retailers opt to feature other, growing categories, players will focus on providing high-rotation detergents
CATEGORY INDICATORS
Table 11 Household Possession of Washing Machines 2015-2020
CATEGORY DATA
Table 12 Sales of Laundry Care by Category: Value 2015-2020
Table 13 Sales of Laundry Care by Category: % Value Growth 2015-2020
Table 14 Sales of Laundry Aids by Category: Value 2015-2020
Table 15 Sales of Laundry Aids by Category: % Value Growth 2015-2020
Table 16 Sales of Laundry Detergents by Category: Value 2015-2020
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2015-2020
Table 18 NBO Company Shares of Laundry Care: % Value 2016-2020
Table 19 LBN Brand Shares of Laundry Care: % Value 2017-2020
Table 20 NBO Company Shares of Laundry Aids: % Value 2016-2020
Table 21 LBN Brand Shares of Laundry Aids: % Value 2017-2020
Table 22 NBO Company Shares of Laundry Detergents: % Value 2016-2020
Table 23 LBN Brand Shares of Laundry Detergents: % Value 2017-2020
Table 24 Forecast Sales of Laundry Care by Category: Value 2020-2025
Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
During and after COVID-19 lockdown, dishwashing sales are positively impacted as consumers spend more time working, learning and eating meals at home in 2020
Consumers continue to move away from other automatic dishwashing formats towards tablets, and from hand dishwashing towards automatic dishwashing
Dishwashing manufacturers focus product innovation on sustainable, eco-friendly dishwashing products in 2020
RECOVERY AND OPPORTUNITIES
Growth is set to decline in 2021, but sales levels are set to be higher than they were prior to COVID-19 for a while due to increased time spent at home
Manufacturers to focus on sustainable gel detergent while consumers continue to turn from hand to automatic dishwashing as appliances become more affordable
Further innovation set to centre on adding value through higher cleaning and scrubbing efficiency, eco-soluble packaging and other sustainability measures
CATEGORY INDICATORS
Table 26 Household Possession of Dishwashers 2015-2020
CATEGORY DATA
Table 27 Sales of Dishwashing by Category: Value 2015-2020
Table 28 Sales of Dishwashing by Category: % Value Growth 2015-2020
Table 29 NBO Company Shares of Dishwashing: % Value 2016-2020
Table 30 LBN Brand Shares of Dishwashing: % Value 2017-2020
Table 31 Forecast Sales of Dishwashing by Category: Value 2020-2025
Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
More home time and greater concern for hygiene brought on by COVID-19 leads to double-digit growth for several surface care categories in 2020
Sprays and wet wipes continue to generate high interest, with COVID-19 creating greater need for disposable wet wipes with disinfectant properties in 2020
Multi-purpose cleaners remain by far the most used surface care products in 2020
RECOVERY AND OPPORTUNITIES
Burst of volume growth for surface care brought on by the pandemic in 2020 is expected to diminish in 2021 as most people resume their normal routines
Demographic changes in Belgium, with more people moving to smaller living spaces, will continue to dampen demand for surface care over the forecast period
Surface care innovation is set to be centred on eco-friendly concentrated products and products with disinfectant attributes over the forecast period
CATEGORY DATA
Table 33 Sales of Surface Care by Category: Value 2015-2020
Table 34 Sales of Surface Care by Category: % Value Growth 2015-2020
Table 35 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2015-2020
Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2015-2020
Table 37 NBO Company Shares of Surface Care: % Value 2016-2020
Table 38 LBN Brand Shares of Surface Care: % Value 2017-2020
Table 39 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2016-2020
Table 40 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2017-2020
Table 41 Forecast Sales of Surface Care by Category: Value 2020-2025
Table 42 Forecast Sales of Surface Care by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Demand pattern for bleach is completely reversed in 2020 as a result of COVID-19
Private label bleach is still the most demanded, but Colgate-Palmolive gains five times more value growth due to higher demand in 2020
As bleach is not driven by innovation, players rely on offering a variety of price sizes to widen interest in 2020
RECOVERY AND OPPORTUNITIES
As fears of infection subside in 2021 and beyond, bleach is expected to resume the declining trend it was experiencing prior to COVID-19
Players’ lack of innovation and investment in bleach as consumers return to more effective and environmentally friendly products will further hinder category prospects
Further development of other home care solutions focussing on hygiene and disinfection is expected to keep bleach trapped in a spiral of decline
CATEGORY DATA
Table 43 Sales of Bleach: Value 2015-2020
Table 44 Sales of Bleach: % Value Growth 2015-2020
Table 45 NBO Company Shares of Bleach: % Value 2016-2020
Table 46 LBN Brand Shares of Bleach: % Value 2017-2020
Table 47 Forecast Sales of Bleach: Value 2020-2025
Table 48 Forecast Sales of Bleach: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Toilet care benefits significantly in 2020 from people spending more time at home
Henkel focuses on promoting new packaging to gain higher penetration for its rim blocks, while Ecover and Frosch gain strength in toilet care with greater visibility
Harpic, Bref and Glorix brands respond to demand for more sustainable, environmentally friendly toilet care with new launches in gel and blocks over the year
RECOVERY AND OPPORTUNITIES
Growth will abate as people resume their normal routines outside of home, but volume and value sales of toilet care will exceed what they were before COVID-19
While sustainability and other ecological trends will drive innovation, manufacturers will likely focus their efforts in the direction of ITBs over the forecast period
While toilet care has less eco-friendly presence than other home care categories, newly launched products will boost the category’s growth prospects in this arena
CATEGORY DATA
Table 49 Sales of Toilet Care by Category: Value 2015-2020
Table 50 Sales of Toilet Care by Category: % Value Growth 2015-2020
Table 51 NBO Company Shares of Toilet Care: % Value 2016-2020
Table 52 LBN Brand Shares of Toilet Care: % Value 2017-2020
Table 53 Forecast Sales of Toilet Care by Category: Value 2020-2025
Table 54 Forecast Sales of Toilet Care by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Polishes not only does not benefit, but also sees less demand as COVID-19 lockdowns and social restrictions reduce the need for these products in 2020
Greater use of plastic and contemporary furniture and flooring design that reduces the need for polishes leads to further decline in demand in 2020
Trends towards casual dress in the workplace and fast fashion emphasis on replacing rather than maintaining shoes, demand for shoe polish continues to decline
RECOVERY AND OPPORTUNITIES
While overall demand will likely improve in 2021 when pre-COVID behavioural patterns resume, polishes overall is set to continue its decline in coming years
Demand for floor polish set to decrease as allergies and other sensitivities cause Belgian consumers to move away from carpet towards tiles and parquet flooring
Furniture polish is expected to see the greatest growth decline as the trend towards acquiring non-wood furnishings that require less maintenance strengthens
CATEGORY DATA
Table 55 Sales of Polishes by Category: Value 2015-2020
Table 56 Sales of Polishes by Category: % Value Growth 2015-2020
Table 57 NBO Company Shares of Polishes: % Value 2016-2020
Table 58 LBN Brand Shares of Polishes: % Value 2017-2020
Table 59 Forecast Sales of Polishes by Category: Value 2020-2025
Table 60 Forecast Sales of Polishes by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Air care sees little positive or negative impact from COVID-19, though volume growth improves slightly in 2020 through higher sales in modern grocery retailers
Fastest-growing category of “other” air care sees its performance limited in 2020 with limited access to non-grocery specialists during much of the year
Reckitt Benckiser’s new Botanica range targeting consumers seeking naturally based and sustainable ingredients receives a good reception in 2020
RECOVERY AND OPPORTUNITIES
While air car growth overall is set to decline, candle air fresheners and other air care boosted by sustainable innovations should perform well over the forecast period
Air care’s future is clearly in the direction of products with fewer chemicals, more natural scents and sustainable produced or sourced
Non-grocery specialists and e-commerce are expected to be the go-to channels for consumers seeking air care solutions that enhance home d?cor and ambiance
CATEGORY DATA
Table 61 Sales of Air Care by Category: Value 2015-2020
Table 62 Sales of Air Care by Category: % Value Growth 2015-2020
Table 63 Sales of Air Care by Fragrance: Value Ranking 2018-2020
Table 64 NBO Company Shares of Air Care: % Value 2016-2020
Table 65 LBN Brand Shares of Air Care: % Value 2017-2020
Table 66 Forecast Sales of Air Care by Category: Value 2020-2025
Table 67 Forecast Sales of Air Care by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Warmer climate that attracts more insects and a general belief that home insecticides are essential ensure that demand remains high in 2020
To stem loss of ground to home insecticides perceived as better for health and the environment, makers of spray/aerosol insecticides launch greener, gentler brands
Home insecticides benefits from increased visibility in retailing and higher use of e-commerce during the pandemic
RECOVERY AND OPPORTUNITIES
As global warming creates new breeding ground for proliferating insect populations, demand for home insecticides is expected to intensify over the forecast period
With strong positions in rapidly growing electric insecticides and ever popular spray/aerosols, Vapona and Baygon are set to remain the leading brands
Product development expected to focus on products that are safer for health and the environment, but is set to lag behind others due to slower approval process
CATEGORY DATA
Table 68 Sales of Home Insecticides by Category: Value 2015-2020
Table 69 Sales of Home Insecticides by Category: % Value Growth 2015-2020
Table 70 Sales of Spray/Aerosol Insecticides by Type: % Value 2015-2020
Table 71 NBO Company Shares of Home Insecticides: % Value 2016-2020
Table 72 LBN Brand Shares of Home Insecticides: % Value 2017-2020
Table 73 Forecast Sales of Home Insecticides by Category: Value 2020-2025
Table 74 Forecast Sales of Home Insecticides by Category: % Value Growth 2020-2025